Which Industries Benefit Most From Video Marketing?

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Video marketing can benefit virtually any market. This year, consumers are expected to watch as much as 100 minutes of online videos every single day.

Smartphones and social media have increased the number of online videos people are watching. Video is a highly effective way to enhance brand recognition and generate profits.

These industries are having the most success with video marketing:

  • Real estate
  • Travel and hospitality
  • Auto
  • Education
  • Health care
  • Finance
  • Software as a Service (SaaS)

The key to a successful video marketing campaign is to keep things short and use video testimonials from real people to promote your product.

Real Estate

One of the most successful industries at using video marketing is real estate.

The vast majority (85 percent) of people buying and selling homes want to work with agents who use video marketing. Video can quadruple the number of inquiries on a listed home when compared to house listings that don’t include video.

Video marketing is used in several different ways in the real estate market, such as:

  • Through video testimonials. Prospective clients want to work with an agent they trust, and testimonials from clients can help to foster this.
  • On home listings. Listings with video tours get more views. They are more likely to sell more quickly than those listed without video.
  • For tours of the neighborhood. Buyers want to know what their prospective property looks like as well as see visuals of the surrounding area. Video tours can showcase this.
  • For agent and brand videos. Videos can showcase you and your business in the best light. They can help prospective buyers and sellers to feel at ease with you before even the first meeting. Video can give you an edge over the competition.

With real estate video, your marketing can be used in a variety of ways to connect with prospective and current clients. Video can be used in many different areas, including:

  • On your website.
  • Through email.
  • Via social media.
  • In SMS.

Travel and Hospitality

The tourism industry has traditionally relied on visual marketing to sell its product. Photos of beautiful destinations have been enticing travelers for decades. The surge of internet accessibility and video marketing has made this trend even bigger.

A vast majority of people booking hotels and vacations do so online. Most travel agents are moving to more of an online than in-person presence.

With the travel and hospitality industry, video marketing is widely used across social media, social sharing, and crowd-sourced review sites. One of the biggest uses of social media for travel purposes is peer to peer.

In fact, close to 90 percent of millennials booking travel do so based on information their peers have posted online. Almost all (97 percent of millennials) post vacation videos and pictures online.

Video testimonials are a huge aspect of the video marketing strategy in the travel and hospitality industry. People want to go where other people have been and then raved about their experience. Social media influencers play a big role in promoting destinations through video content as well.

These types of  videos, which are primed for social media, are more cost effective than traditional video marketing strategies. They are often more successful as well.


The auto industry has been using video marketing successfully for a long time. With the rise of the internet and changes in the way people view ads (moving from ads viewed primarily through television commercials to those on mobile devices), the auto industry has had to alter its course as well.

This industry has a vast marketing budget, spending a staggering $14.14 billion on digital advertising in 2020.

Several different aspects of the auto industry use video marketing, such as:

  • Auto manufacturers.
  • Car dealerships.
  • Independent car review websites.
  • Car comparison sites.

Video marketing can showcase particular cars and brands as well as use drivers’ testimonials to entice future buyers. With the increasing reliance on mobile apps and technology, video marketing in the auto industry has continued to evolve to stay relevant.


Perhaps a surprising industry to use video marketing with great success is the education field.

Both prospective students and parents of students alike rely on video marketing tools to choose schools and courses. Approximately 80 percent of students use the internet and Google to start searches for colleges and/or courses.

Colleges and universities can use video marketing effectively in many avenues, including for:

  • Campus walkthroughs.
  • Narratives explaining courses or the college itself.
  • Tutorials and frequently asked questions.
  • Faculty posts.
  • Event marketing.
  • Scholarship information.
  • Influential speakers.
  • Testimonials from former and current students.

Video marketing can help to narrow down the college search right from the comfort of home. It can highlight the features of a school or course and entice prospective students to enroll.

Social media is a powerful tool. This form of digital marketing is much more cost effective than the traditional method of mailers and printed advertising.

Health Care

Another market that may be less flashy in their use of video marketing is the health care industry.

Video marketing is one of the biggest rising trends in this industry, with as many as one out of every eight people looking for information about health, hospitals, and health insurance using online video to help their search. People retain as much as 95 percent of a message that is viewed as a video as opposed to only 10 percent if it is read in text form.

In the health care industry, video marketing is successfully used by:

  • Hospitals and clinics.
  • Health insurance companies.
  • Private practices.
  • Pharmaceutical companies.
  • Health care product manufacturers and distributors.

The health care industry relies on trust, and patient testimonials can help to build this trust. Close to three-quarters of patients report that positive reviews from other patients help them to trust a practice. Video testimonials from real people who have been helped by a particular health care provider, product, or hospital can go a long way.

Video marketing in the health care industry can be used:

  • To introduce health care providers and staff.
  • As a tool to welcome patients and explain details about care.
  • To feature patient testimonials.
  • For virtual tours.
  • To help market or sell products to health care providers and/or patients.


Just as with health care, another industry that relies on establishing trust to gain clients is the finance field. Banking is often not the most exciting topic, but videos can help to:

  • Build online traffic.
  • Communicate with consumers.
  • Create brand awareness.
  • Promote trust.

Banks, credit unions, and financial planners can all benefit from social media and video marketing to help sell their brand and services. In particular, video testimonials can aid in growing a clientele base in the finance industry.

Software as a Service (SaaS)

Nearly three-quarters of people would rather learn about a service or a brand through a video than any other means. Software as a Service (SaaS) is an industry that helped pioneer digital and video marketing through social media channels, which makes sense as it is a technology-based industry.

Video marketing can provide information and details about the service and product being sold. It can serve as a go-between from a full-on demo to written or spoken communication.

Videos for marketing purposes are short and concise. They deliver a message in a quick and easy-to-consume format.

The Success of Video Marketing

A staggering 85 percent of internet users in the United States view online videos on any device. If you want to reach people and promote your product and brand, you need video.

Video content generates the best return on investment (ROI) for social media marketing efforts. More than 90 percent of businesses say that video marketing on social media has gotten them a new customer.

Some of the biggest hurdles to creating video content for marketing are budget, time, and difficulty making videos. This is where Gather Voices comes in.

You don’t need a huge marketing budget to make effective content. Most videos are watched on YouTube. You can upload videos there directly or link people to them through social media or email.

At Gather Voices, we provide the needed tools for you to encourage your users and customers to make and upload their personal testimonials, directly from their smartphones. This helps to free up your time to run your business.

With our tools, editing and producing video content is easy. Contact us to learn more.


Online Video Consumption Continues to Rise Globally. (October 2019). Marketing Charts.

Real Estate Video Marketing’s Biggest Return on Investment: High-Quality Community and Listing Videos Syndicated to YouTube, Shared on Social. (July 2014). Inman.

5 Ways Social Media Has Transformed Tourism Marketing. (March 2017). Entrepreneur.

Auto Advertising How Digital Video Is Driving the Industry. (2018). SpotX

The Rising Importance of Digital Marketing in the Education Industry. (July 2016). EdTechReview.

6 Successful Social Media Tactics Used by Major Financial Brands. (August 2019). The Financial Brand.

How SaaS Companies Can Boost Engagement With Video Marketing. (September 2019). CMS Wire.

Share of Internet Users Who Watch Online Videos 2018, by Country. (March 2019). Statista.

2018 State of Social Video: Marketer Trends. (October 2018). Animoto. 

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